From humble beginnings to unquestionable success – Alif’s story is an exceptional one. The Singapore-born rapper, producer and songwriter casts a long and storied shadow in Southeast Asia. Emerging as an industry leader with one of Singapore’s most influential hip-hop groups SleeQ, he quickly established himself as a potent MC on the mic and as a producer with a hit-making golden touch that has blessed the music of a sprawling list of icons such as Joe Flizzow, Kaka Azraff, Zizan Razak, De Fam and Adira.

Alif’s upward trajectory began at the place that matters the most: Home. Born into a family that valued music and the arts, his own love for music was amplified by one foundational encounter: Discovering the pioneering Malaysian hip-hop duo, Too Phat. Watching the flair and confidence on display when Too Phat performed on television showed Alif that hip-hop could shape and inform local identity. It could come from home, be about home and be meaningful to the people at home.

Over the years, he’d hone his skills as a rapper and a producer, develop his distinct production alias Magic Potions, rise to the forefront of Made In Singapore hip-hop with SleeQ’s breakout smash single ‘Pilihlah Aku’ and blaze his own path as a solo artist. Now he is a hitmaker with a beyond-impressive catalog. Zizan Razak’s “Kau Takkan Tahu” and Andi Bernadee’s “Satu Peluang”, are just some of the immensely popular songs that carry his signature.

And he has more hits on the horizon: Some of Malaysia’s biggest pop stars such as Haqiem Rusli, Sufian Suhaimi and Elizabeth Tan, have chosen him to write and produce their upcoming releases.

Today, Alif stands tall in the upper echelons of Malay music. Even as trends change, his name remains as vital and relevant as ever. In 2018, he featured in, co-wrote and co-produced Joe Flizzow’s take-no-prisoners banger ‘Sampai Jadi’ and Ismail Izzani’s viral smash-hit “Luar Biasa”. Alif is poised to release Detail, a collaborative album with Malaysian rap’s crown prince, SonaOne, early next year. Accolades and artistry, Alif has it all.